How Netflix’s ‘KPop Demon Hunters’ became a global hit

A display of 1,200 drones lit up the sky over Seoul in early September as part of the 2025 Hangang Drone Light Show. Crowds gathered at Ttukseom Hangang Park watched in awe as the night sky filled with a dazzling display inspired by KPop Demon Hunters, the global hit animated musical developed by Sony Pictures Animation for Netflix. The film follows the three members of Huntr/x, a globally popular K-pop girl group who secretly hunt demons and protect their fans from supernatural threats. After its June 20, 2025, premiere on Netflix, the movie became a global sensation, amassing more than 314.2 million views as of September 17. It is now the most popular Netflix film of all time. The most surprising element is its longevity — rare for streaming content. “Usually, if a film drops only 50% week over week, that’s considered strong — whether in theaters, or on streaming. But this one hasn’t lost viewership in its first 12 weeks,” said Jimmy Doyle, director of business development for film and TV at Luminate, a global entertainment data provider, in an interview with Jing Daily. “It’s been a massive hit — not just as a movie, but as a music success. We’ve tracked its Billboard performance, and it’s remained on the chart for 12 weeks, sometimes holding four of the top five spots,” he added. The song Golden made history by becoming the first track by a girl group since Destiny’s Child to top the Billboard Hot 100. Netflix’s IP agility amid viral success As the movie went viral on social media — with fans creating musical covers, cosplays and choreography — Netflix responded by screening it in select theaters. Luminate reported a slight dip in viewership between weeks 35 and 36 of 2025, but a two-day theatrical release unexpectedly boosted streaming numbers. Rather than cannibalizing digital views, the cinema screenings added momentum. A singalong version of the film, released both on Netflix and in various theaters, further deepened fan engagement. “When fans feel a sense of ownership, they show up,” said Sophie Kitchen, senior strategist at WME Group talent agency. “These singalong screenings create a kind of collective devotion. There’s something almost church-like about it — not in a religious sense, but in the intensity of shared emotional experience.” Netflix is capitalizing on this loyalty. The company has begun producing real-life versions of outfits featured in the film and partnered with Nongshim to release a limited-edition instant cup noodle set. At convenience store chain GS25, fans can find KPop Demon Hunters-branded gimbap, bunsik, and Golden Mango and Soda Pop-flavored ice brûlée. Meanwhile, Funko launched a line of Pop! figures inspired by the movie. Beyond merchandise, Netflix collaborated with Seoul’s Everland theme park to launch a themed zone based on the film. Set to open September 26 — just three months after the film’s release — the area will immerse visitors in the KPop Demon Hunters universe. Unofficial fan activations are booming as well. As captured by France24, tourists in Seoul can join guided tours of the movie’s landmarks while donning the traditional gat hat worn by characters. Making South Korean culture universal Although the film was created, co-written and co-directed by Korean Canadian filmmaker Maggie Kang, it remains an American production tailored for a global audience. Kang infused the story with South Korean culture, not just through lyrics or fashion, but in deeper symbolic ways. For example, the film’s quirky blue tiger and three-eyed magpie are inspired by Hojak-do, a type of Korean folk painting known as Minhwa. The movie also incorporates K-pop fandom culture — including the concept of a “bias” (a fan’s favorite group member), collectible merchandise and light sticks that synchronize with music during concerts. “What’s really refreshing is that it doesn’t assume the U.S. or the West is the only cultural exporter,” said Kitchen. “Instead, it tells a universal story from a distinct, regional perspective. That, to me, is the real model for global success. It’s not about box-ticking or inserting token diversity.” That authenticity resonates with viewers. Doyle compares KPop Demon Hunters to Encanto and Moana. “Those films take viewers somewhere culturally rich and make it feel accessible and universal,” he said. “It’s the same model: applying a cultural lens to a broad narrative framework. That’s why it feels universal, even while staying authentic.” The bigger, gaming opportunity By tapping into two of the most devoted global fanbases — anime and K-pop — Netflix sparked a cultural wildfire. “That crossover unlocked cosplay, dance challenges, covers and viral content,” said Stacy Jones, founder and CEO of marketing agency Hollywood Branded. “It proves that if you meet fandom where it lives, the audience will scale your story for you.” Sustaining that momentum requires more than collectibles or screenings. “The big shift is that fandom is an ecosystem,” said Estefy Debbane, creative producer at Selektic Studios in Los Angeles. “Fans don’t just consume; they remix, cosplay, gather and share. Brands and studios that enable that participation will see their IPs last longer and go deeper.” Gaming is expected to play a major role in the franchise’s future. Fans are already creating unofficial games based on the film on Roblox. The platform is described as “the front page of the kids’ internet” by Emily Horgan, an ex-Disney executive and creator of The Kids StreamerSphere newsletter. Although licensing and IP issues remain, Horgan noted that fan-made games emerged almost immediately. “That’s a huge indicator,” she said. “When you see an IP show up across multiple Roblox games — and they’re getting good CCUs [concurrent users] — it means the IP has mindshare.” She added that today’s young consumers expect to interact with the stories they love. “If they can’t, that’s a turnoff. Roblox gives them that access — often before rights holders can react. It’s a blessing for franchises, if you’re paying attention,” Horgan added. The ‘Frozen’ franchise potential To build a franchise as enduring as Frozen, KPop Demon Hunters must think long term. “Disney had the infrastructure — the ‘flywheel’ — to capitalize on Frozen’s success,” said Doyle. “The company could easily greenlight sequels, launch theme park attractions around the world and roll out merchandise. Netflix and Sony don’t quite have that machine,” he added. “I’d be shocked if there isn’t a sequel in the works — it hasn’t been confirmed yet, but it seems inevitable.” As Netflix Houses in the U.S. already immerse visitors in the worlds of Squid Game, Stranger Things and Bridgerton, new spaces could be dedicated to KPop Demon Hunters in the future. Given the success of virtual K-pop girl group Mave — the group’s second album, What’s My Name, recorded more than 10 million views on YouTube within two weeks — virtual concerts could be a new opportunity for Netflix with Huntr/x. Oscar nominations for Best Animated Feature and Best Original Song are rumored for early 2026. A sequel is also likely. “They need a 10-year franchise plan — not just a two- or three-year strategy,” said Horgan. She added: “They could eventually go live action — look at One Piece or Avatar: The Last Airbender. But don’t rush it. If they maintain quality and avoid oversaturation, like what happened with Marvel or Star Wars, this could be something really special — something people remember 50 years from now.”

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How Netflix’s ‘KPop Demon Hunters’ became a global hit